ABC Family Preps 3 Summer Series

May 1, 2008  •  Post A Comment

ABC Family is touting two things most advertisers crave: original programming year-round and viewers who pay attention to commercials.
With the Writers Guild of America strike cutting into its development time, ABC Family will have three new original series airing this summer.
“The new season starts for us in the summer,” said ABC Family President Paul Lee.
Some of those shows will have 30-second shorts called “Nikki in the City” during their commercial breaks. “Nikki” is about a hip, urban woman and the products she uses. Advertisers will be able to place their products in the shorts, which are designed to help keep viewers tuned in while spots air. Last year, the network began airing sponsored “Tease and Reveal” vignettes with that goal.
ABC Family has done research with Nielsen Entertainment that shows an ad running on ABC Family has higher recall than ads on other networks aimed at younger viewers, including MTV, the CW and VH1, said Mr. Lee.
ABC Family in 2007 had a record year in prime time in total viewers, adults 18 to 34, adults 18 to 49, women 18 to 49 and viewers 12 to 34. The network aims optimistic programming at young viewers in the millennial generation.
ABC’s Family’s new summer shows include one-hour drama “The Middleman,” based on a series of graphic novels, launching June 16. Mr. Lee has high hopes for the breakout-star potential of cast member Natalie Morales.
“The Secret Life of the American Teenager” launches July 1. The network has rounded up a young cast to join veterans Molly Ringwald, John Schneider and Ernie Hudson.
“Samurai Girl” will air as a six-hour special-event premiere over three consecutive nights starting Sept. 5.
One or two of the shows will be brought back in the spring, Mr. Lee said.
Original series “Lincoln Heights” returns for a third season in the fall with 10 new episodes. Also returning in the fall is “Greek,” with 12 new hours. “Kyle XY” returns with 10 episodes in January.
The network is getting ready to start production on its first half-hour multicamera comedy “Roommates.” The show, expected to air in the spring, is about a group of friends starting their post-collegiate years.
Also on the way is “Sophie,” a comedic half-hour about a woman having the worst year of her life.
The network’s schedule also is dotted by original movies and its annual “25 Days of Christmas” extravaganza.


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